It’s in the data – why membership is so important

Members spend more and visit more often than non-members, so membership is a vital part of a museum’s offering. Smita Jalaf from Associate Supplier Vennersys shares data that shows just how valuable this group of visitors can be.

Offering memberships allows museums to cultivate and develop a strong group of loyal customers. You can make members feel privileged and special by offering them exclusive invitations and discounts. It is likely that members will spend more and visit your museum more often than non-members. Data from Know Your Own Bone* confirms that it is worth it for museums to go out of their way and satisfy their members.

According to their data, members spend four times more than the average non-member visitor! Looking at spend on admission, food, retail and gifts, the data shows that members spend slightly more on food and retail than non-members. They are also more likely to make additional donations.

A 10-year analysis of 18 cultural institutions found that the average value of a member over 10 years is 4.5 times more than an average visitor. In addition, it found that average visitors tend to visit once every 29 months; they do not even visit annually.

This data illustrates just how valuable members are. A membership scheme can generate significant revenue for a museum as well as a route to keep your most loyal audience engaged. The right ticketing and EPoS system can ensure that you are running your membership scheme well and taking advantage of this opportunity to generate more revenue and loyalty amongst your members.

VenposCloud, the integrated Visitor Management System from Vennersys, has a fully integrated membership module which will enable you to:

• Sell memberships, annual passes or season passes online.
• Offer Direct Debits for membership payments to ensure a steady income throughout the year.
• Market direct to visitors and members with timed, key messages.
• And, incentivise members secondary spending with the early release of event tickets and discounts.

In the various lockdowns, many museums have generated revenue from their Direct Debits and membership fees.

This system gives you the tools to increase your revenue and members spend. At the click of a button, you can send a tailored campaign to members which offers meal deals, retail discounts and personalised event invitations. You will acquire lots of important data on your membership behaviour and purchases and the reporting feature allows you to analyse purchase patterns and trends amongst members. You can identify which events and exhibitions are the most popular and what products and catering items are purchased the most. These data driven insights can then support your museum to make strategic, informed decisions and create compelling visitor centric marketing campaigns tailored to your audience’s behaviour.

Vennersys creates a one-stop integrated ticketing and point-of-sale solution for your visitor attraction. Increase your income, reduce queues and improve customer service. Visit: https://www.vennersys.co.uk/

*Data from Know Your Own Bone, Colleen Dilenschneider: https://www.colleendilen.com/welcome/